An average 30-second ad shown during this year’s Super Bowl game will cost as much as $5 million.

But that doesn’t mean CBS is willing to accept any and all advertisements.

The television network broadcasting the game on Sunday, Feb. 3, rejected a commercial proposed by Acreage Holdings, a marijuana investment company, promoting the benefits of medical marijuana.

There are 33 states — including California and Massachusetts, where the Rams and Patriots play — that have legalized medical marijuana. It is still a banned substance in the National Football League (NFL).

The Super Bowl is typically the most watched television program every year. Which is why a spokeswoman with ECHO Connection argues that this was an opportunity the NFL should have run with instead of taking a pass.

Andrea Barnes, president of the California nonprofit organization Education, Collaboration and Hope (ECHO) that helps provide cannabidiol products — CBDs — to low income families for therapeutic use in combating addictive behaviors with drugs among it uses, said this was a chance to inform the public of the medical advancements being made.

“The 60-second ad shows three people suffering from varying health issues who say their lives were made better by the use of medical marijuana. It is important for more people to understand the benefits of medical marijuana. CBDs [can help with] many different conditions such as epilepsy, autism, Parkinson’s and PTSD,” Barnes said, adding that CBS’ decision “doesn’t surprise me.”

Network officials, in a released statement, said, “Under our broadcast standards, we do not currently accept cannabis-related advertising.”

The NFL also has the right to reject Super Bowl commercials.